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The Coca-Cola Company, in partnership with The Bear's co-creator and director Christopher Storer, creative agency Majority and production company Smuggler, drew on one of 2023's top pop culture moments in its new campaign, “New Guy.”
The spot pays homage to one of the most talked-about episodes of The Bear's second season – the chaotic Christmas episode, “Fishes.” In the episode, the Berzatto extended family, led by Jamie Lee Curtis as the Berzatto matriarch, gathers to celebrate Christmas with a huge dinner but things pretty quickly fly off the rails. In Storer's “Fishes”-inspired spot for Coke, the family gathering is busy but pleasant, with everyone meeting “New Guy,” Zack, who is actually not short, for the first time.
Throughout, the camera focuses on one Coke product or another – from Coke Zero to Fanta to Honest Juice to Smart Water – while panning around the house, capturing various conversations as the family gets to know Zack while enjoying some soft drinks.
READ MORE: Little Black Book, Marketing Dive
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